Measuring Consumer Involvement Profiles

There is more than one kind of consumer involvement. Depending on the antecedents of involvement (e.g., the product's pleasure value, the product's sign or symbolic value, risk importance, and probability of purchase error), consequences on consumer behavior differ. The authors therefore recommend measuring an involvement profile, rather than a single involvement level. These conclusions are based on an empirical analysis of 14 product categories. Lien vers l'article

LAURENT, G. and KAPFERER, J.N. (1985). Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22(1), pp. 41-53.